2015 big bend region draft - travel texas · texas destinations 2015 prepared for the office of the...

2015 TEXAS TOURISM REGION AND MSA VISITOR PROFILE

BIG BEND REGION

MSAs:El PasoOdessaMidland

Year-End 2015 Texas Tourism Regions and MSA Profile

BIG BEND REGION

Jeffrey EslingerDirector, Account Services

D. K. Shifflet & Associates, Ltd.1749 Old Meadow Rd, Suite 425McLean, Virginia 22102Tel.: +1.703.536.8500 www.dksa.com

2Texas Destinations 2015 prepared for The Office of the Governor, Economic Development & Tourism Division.Copyright © 2016 D. K. Shifflet & Associates, Ltd. All rights reserved.

http://www.dksa.com

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Table of Contents

Objectives

Big Bend Region

Big Bend Region Data Tables

Big Bend Region Executive Summary7-8

9-14

El Paso, TX MSA

Appendix42

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Texas Destinations 2015 prepared for The Office of the Governor, Economic Development & Tourism Division.Copyright © 2016 D. K. Shifflet & Associates, Ltd. All rights reserved.

El Paso, TX MSA Executive Summary16-17

El Paso, TX MSA Data Tables18-23

Odessa, TX MSA24

Odessa, TX MSA Executive Summary25-26

Odessa, TX MSA Data Tables27-32

Midland, TX MSA33

Midland, TX MSA Executive Summary34-35

Midland, TX MSA Data Tables36-41

User’s Guide43-45

Statistical References46

Research Methodology47

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The data are made available by D.K. Shifflet andAssociates, Ltd, through its DIRECTIONS syndicatedtraveler tracking system. It provides an accuraterepresentation of domestic travel patterns to Texas’Tourism Regions and MSAs.


Objectives of this report…

The objective of this report is to provide comprehensiveand reliable travel information for each of Texas’ sevenTourism Regions and individual Metropolitan StatisticalAreas (MSAs) within each Tourism Region. An MSA is ageographical region defined by the U.S. Office ofManagement and Budget (OMB) as one or more countieshaving a large central population area and beingrelated to the central population area by economic,geographic, and other factors. Not every Texas county isin an MSA.

The data are presented in a user-friendlymanner to allow decision makers to fullyunderstand travel patterns in their marketand to help them design specificstrategies for their product.

How to read this report

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DataBig Bend Tourism Region Profile


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Big Bend Tourism Region


Big Bend Region Executive Summary


Highlights of Visitors to the Big Bend Region

Texans generated 50% of Person-Days to the Big Bend Region; Non-Texans 50% Top 3 Texan origin DMAs (Odessa-Midland, El Paso, San Antonio); Non-Texan DMAs (Oklahoma City,

OK, Phoenix, AZ, Colorado Springs-Pueblo, CO) Leisure travel represented 52.5% of Person-Days to the Big Bend Region; Vacation 9.0% and

Non-Vacation 43.5% Business travel represented 47.5% of Person-Days to the Big Bend Region; Meetings 11.9% and

Transient 35.7% Activity categories participated: Attractions 7.8%, Culture 13.5%, Family/Life Events 26.9%,

Libation/Culinary 12.8%, Nature 8.0%, Outdoor Sports 5.5%, General 48.0% Average Party Size (Adults and Children) 1.57 persons Average Length of Stay was 2.49 days (overnight and days); 3.07 nights (overnight only). 77.6% traveled by Auto; 21.7% by Air Average distance traveled 558 miles Accommodation Type: Paid 65.2%; Non-Paid 34.6%; Other Overnight 0.2% Average Per Person Per Day Spending $125.30 Average Age 46.8 years Average Household Income $91,929 Employment: Employed 72.6%, Retired 14.6%, Not Employed 12.8% Marital Status: Married 71.3%, Never Married 18.7%, Divorced/Widowed 10% Children in Household: Yes 36.4%, No 63.6%

Big Bend Region Executive Summary

Volume/ShareThe Big Bend Region contains the following MSAs:El Paso, Odessa, Midland

The number of Person-Stays to the Big Bend Region was estimated at 7.76 million in 2015, and the volume of Person-Days was estimated at 18.49 million.

The Big Bend Region’s share of total Person-Days to Texas ranked 7 out of the 7 Texas Tourism Regions.

Big Bend Volume (millions)

Person-Days Total Leisure Business

2015 18.49 9.68 8.82

2014 18.12 9.37 8.75

2013 16.94 8.85 8.09

Person-Stays Total Leisure Business

2014 7.76 4.13 3.63

2014 7.53 3.92 3.61

2013 7.00 3.71 3.28

Big Bend Share of Texas Tourism


2015 3.1 2.3 5.5

2014 3.8 2.5 7.6

2013 3.0 1.7 6.2


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REGION REGION

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days)

In State DMAs Out-of-State DMAsTotal Texans (Intrastate) 50.2% Total Non-Texans (Interstate) 49.8%

Odessa-Midland 10.8% Oklahoma City, OK 8.1%El Paso 9.6% Phoenix, AZ 7.3%

San Antonio 7.1% Colorado Springs-Pueblo, CO 4.4%Houston 7.0% Albuquerque-Santa Fe, NM 4.1%

Dallas-Fort Worth 6.3% Wilkes Barre-Scranton, PA 2.8%Harlingen-Weslaco-Brownsville-McAllen 3.1% Washington, DC (Hagerstown, MD) 1.7%

Abilene-Sweetwater 1.9% Knoxville, TN 1.6%Lubbock 1.4% New York, NY 1.4%



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REGION REGION

Purpose of Stay (Person-Days) Purpose of Stay (Person-Days)

Total Leisure 52.5% Total Business 47.5%Vacation 9.0% Meetings 11.9%

General Vacation-Overnight 4.4% Seminar/Training 4.6%Getaway Weekend-Overnight 3.2% Convention 0.6%

Day Trip Vacation/Getaway 1.4% Other Group Meeting 6.7%Non-Vacation 43.5% Transient 35.7%

Visit Friend/Relative 23.8% Inspection/Audit 5.4%Medical/Health Care 5.8% Construction/Repair 4.4%

Special Event (celebration, reunion) 5.5% Consulting/Client Service 3.7%Convention/Show/Conference 0.2% Sales/Purchasing 3.6%

Seminar/Class/Training (personal) 0.0% Government/Military 1.8%Other Leisure/Personal 8.2% Other Business 16.8%



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REGION REGION

Activities Summary (Stays)Attractions (Net) 7.8% Nature (Net) 8.0%

Nightlife (bar, nightclub etc.) 2.5% Parks (national/state etc.) 6.6%Professional Sports Event 1.7% Camping 1.9%

Gambling (slots, cards, horses etc.) 1.7% Wildlife Viewing (birds, whales etc.) 1.8%Culture (Net) 13.5% Outdoor Sports (Net) 5.5%

Touring/Sightseeing 5.0% Hiking 2.6%Historic Sites 4.8% Fishing 1.8%

Movies 3.4% Golfing 1.2%Family/Life Events (Net) 26.9% General (Net) 48.0%

Visit Friends/Relatives (general visit) 18.6% Shopping 17.8%Personal Special Event (Anniversary, Birthday) 5.1% Business 15.7%

Funeral/Memorial 3.9% Medical/Health/Doctor Visit 10.1%Libation/Culinary (Net) 12.8% Trip Party Composition (Trip-Days)

Culinary/Dining Experience 12.7% Avg. Party Size (Adults and Children) 1.57 personsWinery/Distillery/Brewery Tours 0.1% One Male Only 49.2%

One Female Only 14.5%One Male and One Female 15.7%Two Male or Two Females 7.5%

Three or More Adults 3.3%

Adult(s) with Children 9.7%



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REGION REGION

Length of Stay (Stays) Accommodation Type (Person-Days)

Average Length (Incl. Days) 2.49 days Paid Accommodations 65.2%Average Length (Overnight Only) 3.07 nights Hotel/Motel 54.1%

Day –Trips 43.4% High-End 9.1%1-3 Nights 44.5% Mid-Level 27.6%4-7 Nights 7.7% Economy 9.1%8+ Nights 4.4% Other Hotel/Motel 8.3%

Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 11.1%Air 21.7% Non-Paid Accommodations 34.6%

Auto Travel (Net) 77.6% Other Overnight 0.2%Other Transportation (Net) 0.7%

Bus 0.7%Train 0.0%

Other 0.0%Distance Traveled One-Way from Home (Person-Days)

Average Distance Traveled 558 miles250 Miles or Less 31.8%

251-500 Miles 32.7%500-1000 Miles 16.6%

1001 Miles or More 18.9%



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REGION REGION

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Transportation - Total 46.7% Avg. Per Person Per Day Spending $125.30 Transportation - Excluding Airfare 23.7% Transportation - Total $58.50

Transportation - Airfare 23.0% Transportation - Excluding Airfare $29.70 Transportation - Rental Car 6.3% Transportation - Airfare $124.30

Transportation - Other 17.4% Transportation - Rental Car $47.50 Food 20.2% Transportation - Other $21.90 Lodging - Total 17.4% Food $25.30

Lodging - Room 17.2% Lodging - Total $42.40 Lodging - Services 0.2% Lodging - Room $44.10

Shopping 10.0% Lodging - Services $0.70 Entertainment 4.4% Shopping $12.50 Miscellaneous 1.3% Entertainment $5.50

Miscellaneous $1.70



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REGION REGION

Demographic Profile (Person-Days)

Average Age 46.8 Employment18-34 Years 24.2% Employed 72.6%35-49 Years 34.1% Retired 14.6%50-64 Years 25.8% Not Employed 12.8%

65+ Years 15.9%Marital Status

Average HH Income (in $1,000) $91,929 Married 71.3%Under $25,000 8.6% Never Married 18.7%

$25,000-$49,999 18.7% Divorced/Widowed 10.0%$50,000-$74,999 23.4%$75,000-$99,999 12.6% Children in Household

$100,0000+ 36.7% Yes 36.4%No 63.6%



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El Paso MSA


El Paso MSA Executive Summary


Highlights of Visitors to the El Paso MSA

Texans generated 32% of Person-Days to the El Paso MSA; Non-Texans 68% Top 3 Texan origin DMAs (El Paso, Houston, Dallas-Fort Worth); Non-Texan DMAs (Phoenix, AZ,

Albuquerque-Santa Fe, NM, Oklahoma City, OK) Leisure travel represented 45.7% of Person-Days to the El Paso MSA; Vacation 4.9% and Non-Vacation

40.8% Business travel represented 54.3% of Person-Days to the El Paso MSA; Meetings 22.1% and Transient

32.1% Activity categories participated: Attractions 15.3%, Culture 15.4%, Family/Life Events 33.5%,

Libation/Culinary 15.2%, Nature 3.2%, Outdoor Sports 6.5%, General 44.3% Average Party Size (Adults and Children) 1.54 persons Average Length of Stay was 2.70 days (overnight and days); 2.88 nights (overnight only). 67.5% traveled by Auto; 31.6% by Air Average distance traveled 693 miles Accommodation Type: Paid 60.4%; Non-Paid 39.3%; Other Overnight 0.4% Average Per Person Per Day Spending $154.80 Average Age 45.6 years Average Household Income $88,900 Employment: Employed 70%, Retired 14.3%, Not Employed 15.7% Marital Status: Married 66.7%, Never Married 24.8%, Divorced/Widowed 8.5% Children in Household: Yes 41.9%, No 58.1%

El Paso MSA Executive Summary

Volume/ShareThe number of Person-Stays to the El Paso MSA was estimated at 3.31 million in 2015, and the volume of Person-Days was estimated at 8.75 million.

The El Paso MSA’s share of total Person-Days to Texas ranked 9 out of 26 Texas MSAs.

El Paso, TX MSA Volume (millions)


2015 8.75 4.01 4.74

2014 8.42 3.75 4.67

2013 8.06 3.61 4.45


2015 3.31 1.49 1.82

2014 3.12 1.41 1.71

2013 2.96 1.37 1.59

El Paso, TX MSA Share of Texas Tourism


2015 1.5% 1.0% 3.1%

2014 1.6% 0.8% 3.5%

2013 1.7% 0.8% 3.8%


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MSA MSA



El Paso 9.6% Phoenix, AZ 15.7%Houston 9.2% Albuquerque-Santa Fe, NM 7.8%

Dallas-Fort Worth 5.2% Oklahoma City, OK 4.3%Odessa-Midland 2.4% Knoxville, TN 3.6%

Lubbock 1.8% Tucson (Sierra Vista), AZ 2.5%

Harlingen-Weslaco-Brownsville-McAllen 1.2%Paducah, KY-Cape Girardeau, MO-Harrisburg-Mt.

Vernon, IL 2.2%Austin 1.1% Charlotte, NC 2.2%

Waco-Temple-Bryan 0.8% New York, NY 2.1%

El Paso MSA


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MSA MSA



Getaway Weekend-Overnight 2.2% Seminar/Training 9.4%Day Trip Vacation/Getaway 1.6% Convention 1.3%

General Vacation-Overnight 1.1% Other Group Meeting 11.4%Non-Vacation 40.8% Transient 32.1%

Visit Friend/Relative 26.8% Sales/Purchasing 6.6%Special Event (celebration, reunion) 6.0% Inspection/Audit 4.2%

Medical/Health Care 1.2% Consulting/Client Service 2.9%Convention/Show/Conference 0.3% Construction/Repair 2.5%


El Paso MSA


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MSA MSA


Gambling (slots, cards, horses etc.) 4.0% Parks (national/state etc.) 1.9%Professional Sports Event 3.9% Eco/Sustainable Travel 1.5%

Nightlife (bar, nightclub etc.) 3.5% Camping 1.3%Culture (Net) 15.4% Outdoor Sports (Net) 6.5%

Movies 5.5% Hiking 4.9%Historic Sites 5.3% Golfing 2.3%

Touring/Sightseeing 4.9% Biking 1.7%Family/Life Events (Net) 33.5% General (Net) 44.3%

Visit Friends/Relatives (general visit) 24.7% Business 26.6%Personal Special Event (Anniversary,

Birthday) 8.0% Shopping 13.7%Holiday Celebration (Thanksgiving, July

4th etc.) 1.7% Real Estate (buy/sell) 8.0%Libation/Culinary (Net) 15.2% Trip Party Composition (Trip-Days)

Culinary/Dining Experience 15.1% Avg. Party Size (Adults and Children) 1.54 persons

Winery/Distillery/Brewery Tours 0.1% One Male Only 52.2%One Female Only 14.1%

One Male and One Female 13.9%Two Male or Two Females 6.7%

Three or More Adults 2.6%

Adult(s) with Children 10.6%

El Paso MSA


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MSA MSA

Length of Stay (Stays) Accommodation Type (Person-Days)Average Length (Incl. Days) 2.70 days Paid Accommodations 60.4%Average Length (Overnight Only) 2.88 nights Hotel/Motel 55.8%




Bus 0.8%Train 0.0%

Other 0.0%

Distance Traveled One-Way from Home (Person-Days)Average Distance Traveled 693 miles

250 Miles or Less 20.5%251-500 Miles 20.3%

500-1000 Miles 30.6%1001 Miles or More 28.5%

El Paso MSA


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MSA MSA







Miscellaneous $2.00

El Paso MSA


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MSA MSADemographic Profile (Person-Days)





$100,0000+ 34.2% Yes 41.9%No 58.1%

El Paso MSA


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Odessa, TX MSA


Odessa, TX MSA Executive Summary


Highlights of Visitors to the Odessa MSA

Texans generated 95.1% of Person-Days to the Odessa MSA; Non-Texans 4.9% Top 3 Texan origin DMAs (Odessa-Midland, Harlingen-Weslaco-Brownsville-McAllen, Dallas-Fort

Worth); Non-Texan DMAs (Seattle-Tacoma, WA, Sacramento-Stockton-Modesto, CA, Phoenix, AZ) –small sample, use with caution

Leisure travel represented 65.2% of Person-Days to the Odessa MSA; Vacation 0.0% and Non-Vacation 65.2%

Business travel represented 34.8% of Person-Days to the Odessa MSA; Meetings 9.3% and Transient 25.5%

Activity categories participated: Attractions 3.1%, Culture 2.1%, Family/Life Events 13.8%, Libation/Culinary 8.9%, Nature 2.4%, Outdoor Sports 0.2%, General 74.6%

Average Party Size (Adults and Children) 1.73 persons Average Length of Stay was 1.28 days (overnight and days); 2.87 nights (overnight only). 85.5% traveled by Auto; 10.9% by Air Average distance traveled 286miles Accommodation Type: Paid 63.6%; Non-Paid 36.4%; Other Overnight 0.0% Average Per Person Per Day Spending $111.40 Average Age 52.4 years Average Household Income $96,945 Employment: Employed 88.5%, Retired 3.7%, Not Employed 7.7% Marital Status: Married 80.9%, Never Married 18.3%, Divorced/Widowed 0.7% Children in Household: Yes 49.4%, No 50.6%

Odessa MSA Small Sample – Use with caution

Odessa, TX MSA Executive Summary

Volume/ShareThe number of Person-Stays to the Odessa MSA was estimated at 1.10 million in 2015, and the volume of Person-Days was estimated at 1.75 million.

The Odessa MSA’s share of total Person-Days to Texas ranked 26 out of 26 Texas MSAs.

Odessa, TX MSA Volume (millions)


2015 1.75 1.13 0.61

2014 1.58 1.03 0.55

2013 1.50 0.99 0.51


2015 1.10 0.68 0.42

2014 0.96 0.57 0.38

2013 0.86 0.53 0.33

Odessa, TX MSA Share of Texas Tourism


2015 0.3% 0.3% 0.5%

2014 0.2% 0.2% 0.3%

2013 0.2% 0.1% 0.3%


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MSA MSA



Odessa-Midland 41.2% Seattle-Tacoma, WA 1.4%Harlingen-Weslaco-Brownsville-McAllen 25.2% Sacramento-Stockton-Modesto, CA 0.8%

Dallas-Fort Worth 12.9% Phoenix, AZ 0.6%Shreveport 6.1% Philadelphia, PA 0.6%

El Paso 3.6% Oklahoma City, OK 0.3%Wichita Falls & Lawton 3.2% Chicago, IL 0.3%

Abilene-Sweetwater 1.9% Louisville, KY 0.3%Austin 0.5% Odessa-Midland, TX 0.3%

Odessa, TX MSA


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MSA MSA



Getaway Weekend-Overnight 0.0% Seminar/Training 0.3%General Vacation-Overnight 0.0% Convention 0.0%Day Trip Vacation/Getaway 0.0% Other Group Meeting 9.0%

Non-Vacation 65.2% Transient 25.5%Visit Friend/Relative 26.7% Construction/Repair 16.5%Medical/Health Care 17.1% Consulting/Client Service 3.1%

Special Event (celebration, reunion) 5.4% Sales/Purchasing 1.5%Convention/Show/Conference 0.0% Inspection/Audit 0.8%


Odessa, TX MSA


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MSA MSA


Nightlife (bar, nightclub etc.) 2.3% Parks (national/state etc.) 2.4%Amateur Sports (attend/participate) 0.5% Camping 0.0%

Theme/Amusement/Water Parks 0.3% Eco/Sustainable Travel 0.0%Culture (Net) 2.1% Outdoor Sports (Net) 0.2%

Concerts/Theatre/Dance etc. 1.9% Boating/Sailing 0.2%Movies 1.9% Fishing 0.2%

Festival/Fairs (state, craft, etc.) 1.6% Extreme/Adventure Sports 0.0%Family/Life Events (Net) 13.8% General (Net) 74.6%

Visit Friends/Relatives (general visit) 12.9% Shopping 44.7%Personal Special Event (Anniversary, Birthday) 4.8% Medical/Health/Doctor Visit 34.3%

Funeral/Memorial 0.3% Business 5.5%Libation/Culinary (Net) 8.9% Trip Party Composition (Trip-Days)




Three or More Adults 0.4%Adult(s) with Children 3.6%

Odessa, TX MSA


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MSA MSA





Bus 3.6%Train 0.0%



251-500 Miles 45.4%500-1000 Miles 1.3%


Odessa, TX MSA


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MSA MSA







Miscellaneous $0.40

Odessa, TX MSA


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$100,0000+ 22.3% Yes 49.4%No 50.6%

Odessa, TX MSA


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Midland, TX MSA


Midland, TX MSA Executive Summary


Highlights of Visitors to the Midland MSA

Texans generated 72.1% of Person-Days to the Midland MSA; Non-Texans 27.9% Top 3 Texan origin DMAs (Odessa-Midland, Dallas-Fort Worth, El Paso); Non-Texan DMAs (Wilkes

Barre-Scranton, PA, Albuquerque-Santa Fe, NM, Oklahoma City, OK) Leisure travel represented 74.3% of Person-Days to the Midland MSA; Vacation 3.1% and Non-

Vacation 71.2% Business travel represented 25.7% of Person-Days to the Midland MSA; Meetings 7.5% and Transient

18.2% Activity categories participated: Attractions 3.7%, Culture 7.9%, Family/Life Events 29.2%,

Libation/Culinary 19.5%, Nature 4.3%, Outdoor Sports 0.3%, General 59% Average Party Size (Adults and Children) 1.42 persons Average Length of Stay was 2.72 days (overnight and days); 4.15 nights (overnight only). 69.5% traveled by Auto; 30.5% by Air Average distance traveled 497 miles Accommodation Type: Paid 45.3%; Non-Paid 54.7%; Other Overnight 0.0% Average Per Person Per Day Spending $100.90 Average Age 53.5 years Average Household Income $70,315 Employment: Employed 61.4%, Retired 30.7%, Not Employed 8% Marital Status: Married 70.4%, Never Married 5.2%, Divorced/Widowed 24.4% Children in Household: Yes 39.5%, No 60.5%Midland MSA Small Sample – Use with caution

Midland, TX MSA Executive Summary

Volume/ShareThe number of Person-Stays to the Midland MSA was estimated at 1.70 million in 2015, and the volume of Person-Days was estimated at 4.01 million.

The Midland MSA’s share of total Person-Days to Texas ranked 18 out of 26 Texas MSAs.

Midland, TX MSA Volume (millions)


2015 4.01 2.17 1.84

2014 3.98 2.19 1.79

2013 3.84 2.03 1.81


2015 1.70 0.94 0.76

2014 1.61 0.93 0.68

2013 1.48 0.85 0.63

Midland, TX MSA Share of Texas Tourism


2015 0.6% 0.6% 0.6%

2014 0.5% 0.6% 0.5%

2013 0.9% 0.6% 1.7%


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Midland MSA Small Sample – Use with caution

MSA MSA



Odessa-Midland 22.2% Wilkes Barre-Scranton, PA 17.1%Dallas-Fort Worth 13.6% Albuquerque-Santa Fe, NM 4.1%

El Paso 10.5% Oklahoma City, OK 1.9%Houston 9.8% Chattanooga, TN 1.3%

Abilene-Sweetwater 6.8% Tulsa, OK 1.2%Harlingen-Weslaco-Brownsville-McAllen 2.7% Odessa-Midland, TX 0.8%

San Angelo 2.6% San Francisco-Oakland-San Jose, CA 0.5%Lubbock 2.3% Bowling Green, KY 0.2%

Midland, TX MSA


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MSA MSA



Getaway Weekend-Overnight 2.7% Seminar/Training 2.1%Day Trip Vacation/Getaway 0.5% Convention 0.0%

General Vacation-Overnight 0.0% Other Group Meeting 5.4%Non-Vacation 71.2% Transient 18.2%

Visit Friend/Relative 32.0% Construction/Repair 5.9%Medical/Health Care 20.2% Consulting/Client Service 2.8%

Special Event (celebration, reunion) 0.7% Inspection/Audit 2.5%Convention/Show/Conference 0.1% Sales/Purchasing 1.4%


Midland, TX MSA


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MSA MSA


Nightlife (bar, nightclub etc.) 2.0% Camping 2.2%Theme/Amusement/Water Parks 1.2% Parks (national/state etc.) 2.1%

Professional Sports Event 0.6% Eco/Sustainable Travel 0.0%Culture (Net) 7.9% Outdoor Sports (Net) 0.3%

Movies 4.9% Golfing 0.3%Festival/Fairs (state, craft, etc.) 3.4% Boating/Sailing 0.0%

Concerts/Theatre/Dance etc. 2.7% Extreme/Adventure Sports 0.0%Family/Life Events (Net) 29.2% General (Net) 59.0%

Visit Friends/Relatives (general visit) 24.6% Shopping 25.4%Personal Special Event (Anniversary, Birthday) 2.6% Medical/Health/Doctor Visit 15.6%

Reunion/Graduation 1.4% Religious/Faith Based Conference 10.3%Libation/Culinary (Net) 19.5% Trip Party Composition (Trip-Days)




Three or More Adults 5.0%Adult(s) with Children 4.0%

Midland, TX MSA


38


MSA MSA





Bus 0.0%Train 0.0%



251-500 Miles 30.1%500-1000 Miles 2.0%


Midland, TX MSA


39


MSA MSA







Miscellaneous $0.50

Midland, TX MSA


40







$100,0000+ 15.5% Yes 39.5%No 60.5%

Midland, TX MSA


41


42

Appendix


User’s Guide

Basic Units of MeasureThe majority of data in the report is presented in travel person "days," also referred to as "Person-Days." The use of "days" accounts for the difference in party size and travel duration between travel parties. For example, each person does not spend the same amount of time at a travel destination. One person may stay for one day while another stays for eight days, each generating different revenue and economic impacts; therefore, "Person-Days" based data captures a fuller impact of a person's travel and represents a more comprehensive understanding of the competitive destinations market. "Person-Days" includes Day-Trips of over 50 miles one-way as well as overnight trips. Overnight trips are converted to “days” by adding to the number of nights a “day” factor.

"Person-Stays" represents the measure of the travel industry for which one person accounts for one trip regardless of trip length. "Person-Stays" is used to estimate travel volume. While "Person-Stays" does not capture the full impact of a person's travel, volume in "Person-Stays" is widely used in the industry. The estimated volume therefore allows comparison with other industry sources. "Person-Stays" includes Day-Trips of over 50 miles one-way and overnight trips.

“Trip-Days” represents the number of travel days spent in the market, regardless of the number of people in the travel party, and allows trips of longer length by any particular trip party type to have a greater weight than shorter trips. This measure is used to report trip party composition.


43

User’s Guide

The volume of travel is estimated as the number of Person-Stays as well as the number of Person-Days at a specific destination. The share of travel is the percentage of total Person-Days to Texas accounted for by a specific destination. This information is helpful in assessing the relative volume of travel to specific destinations.

Volume/Share of Travel:

A DMA is geographic area defined by Nielson Media Research, Inc. for what is commonly known as a television broadcast market. Every U.S. county is one and only one DMA. The data present a list of top Texas origin DMAs as well as Non-Texas origin DMAs. Some Texas DMAs are larger than 50 miles and include out-of-state counties. This information is very useful when evaluating advertising markets.

Designated Market Area (DMA):

The primary reasons for visiting a destination are outlined. Business Person-Days are divided into Group Meetings (e.g., conventions/seminars) and Transient Business (e.g. sales/consulting). Leisure Person Days are segmented into Leisure Vacation (e.g., general vacation/getaway weekend) and Leisure Non-Vacation (e.g., visiting friends and relatives/special event). They are also segmented by activities that are grouped in various categories, such as: Attractions, Outdoor Sports, Nature, Culture, and Touring. Information on purpose of stay and activities is useful in understanding travel motivations and has direct implications for advertising messages.

Purpose of Stay:

Trip Party Composition is defined as the makeup of people in the immediate travel party. Trip Party Compositions include the following segments: adults traveling with children (families), couples (one male/one female), one male alone, one female alone, or other adult combinations. The Length of Stay is distributed into Day-Trips, short trips (1-3 nights), medium trips (4-7 nights), and long trips (8+ nights). Information obtained from Trip Party Composition and Length of Stay helps profile the traveler. Both measures are strongly related to the purpose of stay. For instance, the Transient Business person (e.g., salesperson) generally travels alone and has a shorter trip length.

Travel Party Composition/Length of Stay:


44

User’s Guide

Data on expenditures represent direct spending per person per day for six expenditure categories: transportation, food/drink, entertainment, shopping, accommodations, and other miscellaneous expenditures. Expenditure information is critical in assessing the direct economic impact of visitors.

Expenditures:

The primary modes of transportation include air, car, bus, train, van/small truck, and camper/RV. The distance traveled (one-way) from home is categorized into short distances (less than 250 miles), medium distances (251 to 500 miles; 501 to 1,000 miles), and long distances (1,001 miles or more). This information is useful in deciding on advertising vehicles and communication reach.

Mode of Transportation/Distance Traveled:

The proportion of Day-Trips versus one or more nights travel is shown. Lodging types are distributed into paid accommodations (i.e., hotel/motel and non-hotel/motel) and non-paid accommodations. The strength of the hotel/motel market is compared to other paid and non-paid accommodations.

Type of Accommodations:

Visitors' age, income, and employment status are key to determining the socioeconomic profile of visitors. Demographic Profile:


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The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. Thesmaller the interval, the more relevant the data and the greater confidence we have that the sample number represents thepopulation. Percentage Findings in Report or Data Tables as follows:

Statistical References

Confidence Interval

Total Travel Sample Sizefor 2015

At or near 2% or 98%



At or near25% or 75%

At or near 50%

Total Texas 5,686 0.2% 0.4% 0.6% 0.8% 1.1%

Big Bend Region 231 1.1% 2.0% 2.8% 4.1% 5.4%

El Paso, TX MSA 140 1.4% 2.5% 3.7% 5.3% 6.9%

Odessa, TX MSA 14 4.4% 8.1% 11.5% 16.7% 21.9%Midland, TX MSA 44 2.5% 4.5% 6.5% 9.4% 12.4%


DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study measuring the travel behavior of US residents. DKSA contacts 50,000 distinct U.S. households monthly and has done so since 1991. DKSA is able to provide current behavior and long term trended analyses on a wide range of travel.

DKSA data are collected using an online methodology employing KnowledgePanel®, an address based sample panel offered by Knowledge Networks. The sample is drawn as a national probability sample and returns are balanced to ensure representation of the U.S. population according to the most recent U.S. Census. Key factors used for balancing are Origin State, Age, Income, Education, Gender, Ethnicity/race and return rates. The Knowledge Networks sample is used to create benchmark weights which are applied to surveys returned from other managed panels used by DKSA.

Both traveling and non-traveling households are surveyed each month enabling DKSA to generate the best estimate of travel incidence (volume) within the total U.S. population. Among those who have traveled (overnight in the past three months, and daytrips in the past month) details of their trip(s) are recorded for each month. This overlapping, repeating monthly approach boosts the observed number of trips for each travel month and controls for seasonality and telescoping biases.

"Travel" is defined as either an overnight trip defined as going someplace, staying overnight and then returning home or as a day trip defined as a place away from home and back in the same day. Respondents report travel behavior for each stay of each trip; an approach that enhances reporting for specific travel events, activities and spending.

A wide variety of general travel information is collected including travel to destinations at a city level, hotel stayed in, purpose of stay and activities, expenditures, mode of transportation, party composition, length of stay, travel agent and group tour usage, satisfaction and value ratings, and demographics, including origin markets.

Several questions are asked as open-ends to ensure that the responses are not influenced by a pre-listed set of response categories. Each respondent identifies the actual destination visited with an open-end response. This is particularly significant for obtaining accurate data for smaller cities and counties and representing total travel. This increases time and expense to accurately capture these responses but quality requires it.

Extensive coding lists are updated regularly to ensure that all data is recorded accurately. DKSA’s Quality control committee conducts bi-monthly meetings to review survey results and examine methods to maintain and improve quality control.

About DKSA

D.K. Shifflet & Associates Ltd. is the leading U.S. consumer travel research firm. DKSA is located in McLean, VA and has, for the last 27 years, provided the Industry’s most complete consumer based travel data on U.S. residents and their travel worldwide. Our clients include destination marketing organizations, theme parks, credit cards, auto clubs, hotel chains and more.

Research Methodology


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